Segmentation Survey: Voice of the Customer/Workforce
The Challenge
Our industrial services client had been recently acquired following the launch of new customer-facing. The new CEO wanted to know how their situation had changed.
My Contribution
Following the survey designer’s departure, I cross-compared the experiences of employees and customers to improve loyalty.
The Methods
Key Driver Analysis: Multi-variate logistic regression comparing scores for Customer Experience, Tooling, and Culture against satisfaction, engagement, and Net Promoter Score.
Gap Analysis: Compared the customer ranking of service value against the reported desire for those services.
UX Benchmarking: Customers rated software in both Ease of Use and Usefulness
The Result
We found that:
- Employees were concerned about customer service quality, but customers were much happier than anticipated
- Customers most valued strong relationships with company personnel
- The new software was poorly received, moving from the bottom quarter of the market to the absolute bottom due to customer apathy.
- Employees felt empowered in their immediate jobs but didn’t feel included in the vision
- Employees with the highest customer interaction were the most satisfied